SEO & Search: 9 Tips for Managing an Ambiguous Brand

How do you ensure a brand with a somewhat peculiar name has prominence in search results for its brand terms, while not attracting irrelevant clicks to the site that will increase bounce rates, and waste ad budget in pay-per-click (PPC )? One famous example of search ambiguity is Apple – are searchers looking for the corporation that sells computers, iPhones, iPods, and iPads, or are they searching for the fruit? Granted, by now Apple is head and shoulders above most brands. The Apple name is so well known that consumers instantly know who they are, what they do, and if their site is the right one to answer the question they've posed to Google or Bing. The same isn't true for most ambiguous brands – they need search listings to make clear what they offer and pre-qualify clicks. Examples include "Cobham", a defense contractor that is also a UK town “Yellow Door”, a PR agenc...

Full article: http://searchenginewatch.com/article/2173665/SEO-Search-9...

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